RFP 6189 FINAL.pdf

STATE OF OREGON

COVER PAGE

OREGON HEALTH AUTHORITY

Is issuing this Request for Proposals (RFP) under OregonBuys Bid Number S-44300-00015141

RFP 6189: STRATEGIC COMMUNICATION SERVICES

FOR FAMILY CONNECTS OREGON

Date of Issue: December 17, 2025 Opening Date and Time (Proposal Due Date): January 30, 2026 at 3:00 PM (Pacific Time)

OregonBuys Electronic Response. Per RFP Sections 3.2 and 4.5 below, Proposer must submit its Proposal electronically through OregonBuys. See the process for electronic submission at OregonBuys Supplier Bid Solicitation Response and Section 4.5 Proposal Delivery Option for more information.

Note: The Public Opening described in Section 4.8, to provide the name of each Proposer, will be completed by posting an Amendment to OregonBuys Bid Number S-44300-00015141.

Single Point of Contact (SPC): John F. Gardner Phone (voice) 503-509-5698 E-mail: john.f.gardner@odhsoha.oregon.gov

The State of Oregon promotes equal opportunity for all individuals without regard to age, color, disability, marital status, national origin, race, religion or creed, sex or gender, sexual orientation, or veteran status.

https://www.oregon.gov/das/ORBuys/Documents/OregonBuys%20Vendor%20Formal%20Solicitation%20Response.pdf mailto:john.f.gardner@odhsoha.oregon.gov

RFP 6189: Strategic Communication Services for Family Connects Oregon (OregonBuys Bid #S-44300-00015141)

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TABLE OF CONTENTS

SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

1.2 SCHEDULE

1.3 SINGLE POINT OF CONTACT (SPC)

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

2.2 DEFINITION OF TERMS

2.3 OVERVIEW AND PURPOSE

2.4 SCOPE OF WORK

SECTION 3: PROCUREMENT REQUIREMENTS

3.1 MINIMUM QUALIFICATIONS

3.2 MINIMUM SUBMISSION REQUIREMENTS

3.3 PROPOSAL CONTENT REQUIREMENTS

SECTION 4: SOLICITATION PROCESS

4.1 PUBLIC NOTICE

4.2 PRE-PROPOSAL CONFERENCE

4.3 QUESTIONS / REQUESTS FOR CLARIFICATIONS

4.4 SOLICITATION PROTESTS

4.5 PROPOSAL DELIVERY OPTION

4.6 PROPOSAL MODIFICATION OR WITHDRAWAL

4.7 PROPOSAL DUE

4.8 PUBLIC OPENING

4.9 PROPOSAL REJECTION

4.10 EVALUATION PROCESS

4.11 POINT AND SCORE CALCULATIONS

4.12 RANKING OF PROPOSERS

4.13 SCORING AND RANKING OF PROPOSERS FOR SUBSEQUENT ROUNDS

SECTION 5: AWARD AND NEGOTIATION

5.1 AWARD NOTIFICATION PROCESS

5.2 INTENT TO AWARD PROTEST

5.3 APPARENT SUCCESSFUL PROPOSER SUBMISSION REQUIREMENTS

5.4 CONTRACT NEGOTIATION

SECTION 6: ADDITIONAL INFORMATION

6.1 COMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

6.2 CERTIFIED FIRM PARTICIPATION

6.3 GOVERNING LAWS AND REGULATIONS

6.4 OWNERSHIP/PERMISSION TO USE MATERIALS

6.5 CANCELLATION OF RFP; REJECTION OF PROPOSAL; NO DAMAGES

6.6 COST OF SUBMITTING A PROPOSAL

6.7 STATEWIDE E-WASTE/RECOVERY PROCEDURE

6.8 RECYCLABLE PRODUCTS

6.9 CHECKLIST DISCLAIMER

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LIST OF ATTACHMENTS

ATTACHMENT A SAMPLE CONTRACT/PRICE AGREEMENT

ATTACHMENT B DISCLOSURE EXEMPTION AFFIDAVIT

ATTACHMENT C PROPOSER INFORMATION AND CERTIFICATION SHEET

• ATTACHMENT C-1: PROPOSER’S MINIMUM QUALIFICATIONS STATEMENT; AND

• ATTACHMENT C-2: PROPOSER’S RESPONSES TO ALL SECTIONS 3.34

TECHNICAL PROPOSAL REQUIREMENTS

ATTACHMENT D REFERENCE CHECK FORM

ATTACHMENT E PRICE PROPOSAL FORM

ATTACHMENT F COBID CERTIFICATION / OUTREACH PLAN

ATTACHMENT G RESPONSIBILITY INQUIRY

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SECTION 1: GENERAL INFORMATION

1.1 INTRODUCTION

The State of Oregon, acting by and through the Oregon Health Authority (“Agency”), is issuing this Request for Proposal under the provisions of ORS 279B.060 for services for the Family Connects Oregon (FCO) Program within the Agency’s Public Health Division’s Family and Child Health Section. Services include strategic communications such as brand strategy and management, campaign development and implementation, website maintenance, strategic communications technical assistance and training, and other related services.

Agency anticipates the award of one Contract as a result of this RFP.

OHA estimates the initial term of the Contract will be from July 1, 2026 through June 30, 2027.

The Contract will have an estimated not-to-exceed amount of $400,000 for the initial term of the Contract and will include an OHA-approved budget and workplan that details the services, milestones and deliverables required from the Contractor. The Contract will also include options to issue amendments to the Contract for various purposes, including but not limited to

1) obtaining additional services as listed in Section 2.4 and related work; 2) extending the term of the Contract up to a cumulative maximum term of ten years; and 3) increasing the initial maximum not-to-exceed amount. See Attachment A – Sample Contract, Exhibit A, Part 3 – Special Provisions, Section 5. Amendments regarding the scope of future amendments.

Additional details about this project are included in Section 2.4 Scope of Work.

1.2 SCHEDULE

The table below represents a tentative schedule of events. All times are listed in Pacific Time.

All dates listed are subject to change.

Event Date Time

Questions / Requests for Clarification Due January 6, 2026 5:00 PM (Pacific Time)

Answers to Questions / Requests for Clarification Issued (approx.)

January 9, 2026

RFP Protest Period Ends 7 calendar days prior to RFP Opening

Opening/Proposal Due See RFP cover page

Opening of Proposal See RFP cover page

Optional Round 2 Presentations, Demonstrations, or Interviews

To be announced by OregonBuys Amendment to this RFP if applicable

Issuance of Notice of Intent to Award (approx.) March 31, 2026

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Event Date Time

Award Protest Period Ends 7 calendar days after Notice of Intent to Award

1.3 SINGLE POINT OF CONTACT (SPC)

The SPC for this RFP is identified on the Cover Page, along with the SPC’s contact information.

Proposer shall direct all communications related to any provision of the RFP only to the SPC, whether about the technical requirements of the RFP, contractual requirements, the RFP process, or any other provision.

SECTION 2: AUTHORITY, OVERVIEW, AND SCOPE

2.1 AUTHORITY AND METHOD

Agency is issuing this RFP pursuant to its authority under ORS 413.033.

Agency is using the Competitive Sealed Proposal method, pursuant to ORS 279B.060 and OAR OAR 137-047-0260. Agency may use a combination of the methods for Competitive Sealed Proposals, including optional procedures: a) Competitive Range; b) Discussions and Revised Proposals; c) Revised Rounds of Negotiations; d) Negotiations; e) Best and Final Offers; and f) Multistep Sealed Proposals.

2.2 DEFINITION OF TERMS

For the purposes of this RFP, capitalized words are defined in OAR 137-046-0110 or as defined below.

• Agency (or OHA): the State of Oregon, acting by and through its Oregon Health Authority, Public Health Division, Family and Child Health Section, Family Connects Oregon Program.

• Campaign: a series of planned actions or coordinated activities, including but not limited to social marketing, advertising, and other communications methods designed to increase Oregonians’ knowledge, acceptance and use of FCO services.

• Competitive Range: the Proposers with whom the Contracting Agency will conduct discussions or negotiations, or other additional competitive process in a subsequent round of competition (as detailed in Section 4.12.1 below) if the Contracting Agency intends to conduct discussions or negotiations or other additional competitive process in accordance with OAR 137-047-0261 or 137-049-0650.

• Contract: the contract awarded to the Contractor from this RFP.

• Contractor: the Proposer selected through this RFP to enter into a Contract with Agency to perform the Work.

https://secure.sos.state.or.us/oard/viewSingleRule.action;JSESSIONID_OARD=9sgrxZIMAp5JqWYnJwIn1c_AhflMArgaVyIPGx3eN-8dDjD9Gquq!-1849845072?ruleVrsnRsn=309338

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• Culturally Specific Community (or Communities): a group (or groups) of people who share similar cultural characteristics, traditions, and identities. Those cultural similarities could include language, age, race, gender, ethnicity, income, education, sexual orientation, or disability status to name a few. The term is used to describe distinctive qualities unique to specific cultures. This term does not assume that all people who share a specific cultural commonality are homogenous, but rather that people hold many cultural identities simultaneously.

• Earned Media: news media coverage of an event or activity including news stories, opinion editorials, and letters to the editor that are published free of charge.

• Family Connects International: an independent nonprofit that owns rights to the Family Connects Model.

• Family Connects® (FC) Model: a specific approach to Universally offered Home Visiting that is voluntary, evidence-based, and designed for families with newborns; the model is recognized by the Home Visiting Evidence of Effectiveness (HomVEE).

(See https://homvee.acf.hhs.gov/).

• Family Connects Oregon (FCO): Oregon’s no-cost, voluntary, opt-in, evidence-based nurse home visiting program for all families with newborns that uses the Family Connects model. (See https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pa ges/Family-Connects-Oregon.aspx)

• FCO Campaign: social media, paid media, or out-of-the-home advertising and marketing initiatives that aim to raise awareness regarding FCO.

• FCO Sites: any organization within Oregon planning or implementing FCO. “Organization” includes but is not limited to, a local public health authority as defined in ORS431.003 (7), Early Learning Hub,1 Tribe, hospital, or non-profit entity.

• FCO visit: a "Family Connects Oregon" visit, which is a free, evidence-based nurse home visit for families with a newborn. During these visits, a registered nurse assesses the health of the caregiver and newborn, screens for potential risks, and helps connect families with community resources like newborn feeding support and other services.

• Health Equity: a health system where all people can reach their full health potential and well-being and are not disadvantaged by their race, ethnicity, language, disability, age, gender, gender identity, sexual orientation, social class, intersections among these communities or identities, or other socially determined circumstances. Achieving health equity requires the ongoing collaboration of all regions and sectors of the State, including tribal governments to address; the equitable distribution or redistribution of resources and power; and recognizing, reconciling

1 Early Learning Hubs in Oregon are regional entities that coordinate early learning services to support children and families, ensuring access to high-quality early education opportunities. (See https://www.oregon.gov/delc/programs/pages/hubs.aspx) https://homvee.acf.hhs.gov/ https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pages/Family-Connects-Oregon.aspx https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pages/Family-Connects-Oregon.aspx https://www.oregon.gov/delc/programs/pages/hubs.aspx

DAS Procurement Services, Version 4.5 March 31, 2023 Page 7 of 34 and rectifying historical and contemporary injustices. (See https://www.oregon.gov/oha/ei/pages/language-disability-access.aspx)

• Office of Contracts and Procurement (OC&P): the State of Oregon agency responsible for the procurement process for this RFP.

• OHA: Oregon Health Authority.

• Oregon Buys: the State of Oregon’s official electronic procurement system, located at this website: https://oregonbuys.gov/.

• Paid Advertising: advertising purchased in print, broadcast, online, outdoor, or other media channels.

• PHD: Public Health Division of the Oregon Health Authority.

• Proposal: a written response to this RFP.

• Proposer: the person or entity that submits a Proposal for this RFP.

• RFP: Request for Proposal.

• Responsive: having the characteristic of substantial compliance in all material respects with applicable solicitation requirements. OAR 137-046-0110 (33)

• Services or Work: the required activities, tasks, deliverables, reporting and invoicing requirements.as described in the Section 2.4 Scope of Work of this RFP.

• Social Marketing: marketing to influence behaviors of individuals and the community that improve public health outcomes.

• State: the State of Oregon.

• Statement of Work: the specific description of Services required to be performed under the Contract including delivery schedule and associated performance obligations.

• Subcontractor: a vendor retained under contract by Contractor to perform the Services or complete the Work required by the Contract.

• Technical Assistance (TA): training, consulting, and problem-solving support to optimize communications to increase awareness of FCO. TA includes working collaboratively to build on existing communications strengths, fostering and developing partnerships, integrating resources, and providing guidance and problem solving.

• Tribe: one of “The Nine Federally Recognized Indian tribes of Oregon” which include the following tribes:

• Burns Paiute Tribe;

https://www.oregon.gov/oha/ei/pages/language-disability-access.aspx https://oregonbuys.gov/ https://secure.sos.state.or.us/oard/viewSingleRule.action;JSESSIONID_OARD=9sgrxZIMAp5JqWYnJwIn1c_AhflMArgaVyIPGx3eN-8dDjD9Gquq!-1849845072?ruleVrsnRsn=309338

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• Confederated Tribes of Coos, Lower Umpqua and Siuslaw Indians;

• Coquille Tribe;

• Cow Creek Band of Umpqua Tribe of Indians;

• Confederated Tribes of the Grand Ronde Community of Oregon;

• The Klamath Tribes

• Confederated Tribes of Siletz;

• Confederated Tribes of the Umatilla Indian Reservation; and

• Confederated Tribes of the Warm Springs Indian Reservation.

Source: "Tribal Governments in Oregon” Background Brief, Legislative Policy and Research Office (Updated September, 2016) https://www.oregonlegislature.gov/lpro/Publications/BB2016TribalGovernmentsinOregon.pdf

• UoHV: Universally offered Home Visiting.

2.3 OVERVIEW AND PURPOSE

2.3.1 Agency Overview, Mission and Background

The Oregon Health Authority (OHA or Agency) works to ensure that all people and communities can achieve optimum physical, mental, and social well-being through partners, prevention, and access to quality, affordable health care. OHA’s mission is to eliminate health inequities by 2030.

See more information regarding the OHA Strategic Plan 2024- 27 on this page:

https://www.oregon.gov/oha/Pages/Strategic-Plan.aspx

OHA’s Public Health Division (PHD) works to protect and promote the health of all people in Oregon and the communities where they live, work, play, and learn. This includes managing public health modernization, public health accountability metrics, the State Health Improvement Plan, State health assessment and indicators, partnering with community-based organizations, local public health authorities, and Regional Health Equity Coalitions, and other initiatives that work to create health equity.

Within PHD, the Center for Prevention and Health Promotion houses the following sections:

• Adolescent Health, ScreenWise, and Reproductive Health (ASRH)

• Health Promotion and Chronic Disease Prevention (HPCDP)

• Injury and Violence Prevention (IVPP)

• Family and Child Health (FCH)

• Women, Infants, and Children (WIC)

Each of these sections plays a role in protecting and promoting the health of all people in Oregon. FCH works to address health promotion issues across the lifespan of individuals and families. FCH believes preconception, pregnancy, and early childhood experiences create and influence a path for lifelong wellness. FCH distributes funds to local partners and provides coordination for a wide variety of clinical and supportive community-based health services including Family Connects Oregon (FCO). FCO is a free, voluntary, evidence-based, nurse home https://www.oregonlegislature.gov/lpro/Publications/BB2016TribalGovernmentsinOregon.pdf https://www.oregon.gov/oha/Pages/Strategic-Plan.aspx

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The Contractor selected through this RFP will work closely with PHD staff within the FCH section to provide communication services designed to increase Oregonians’ awareness, acceptance, and use of FCO services. The services required from the Contractor include strategic communications such as brand strategy and management, campaign development and implementation, website maintenance, strategic communications technical assistance and training, and other related services. The required services are detailed further in Section 2.4 Scope of Work.

2.3.2 Project Overview and Background

Research shows all families, regardless of socioeconomic status, have clinical, social, or emotional needs while integrating a newborn into their lives. Access to community and social supports can help parents adjust and form the foundation for healthy child development and a thriving future.

Family Connects Oregon (FCO) is a Universally offered Newborn Nurse Home Visiting (UoHV) program designed to support all families with newborns, regardless of background, age, area of residence, income, marital status, or family size. (see https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pages/Family- Connects-Oregon.aspx)

The universal approach to supporting families at home removes stigma sometimes associated with more targeted home visiting programs. FCO uses the Family Connect (FC) Model, which offers a brief but powerful touchpoint between a Registered Nurse (RN) and a family integrating a newborn. Pursuant to the FC Model, the RN home visit (or “FCO visit”) occurs approximately 1-3 weeks after birth with up to two follow up visits. The nurse assesses the caregiver and infant’s physical health; provides guidance on feeding, growth, crying, and safety; conducts perinatal depression, substance use, and intimate partner violence screenings; and, promotes a strong connection back to the medical home.

Additionally, FCO aims to engage community and align service providers. Staff collaborate with local agencies and community programs that serve families and young children so that related information is easily accessible to the home visiting RN, who can then make prompt referrals to additional services when needed (e.g., mental health services, childcare). By working with families to identify physical, social, and emotional needs, FCO nurses are uniquely positioned to link families to health and community services including other more targeted home visiting programs.

Randomized controlled trials of the Family Connects Model show signi�icant, positive impacts on communities including:

• Mothers were 28% less likely to report possible clinical anxiety at infant age 6 months (Dodge, et al., 2014).

• Mothers reported more proactive and positive parenting behaviors and were more responsive to their baby at age 6 months (Dodge, et al., 2014).

https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pages/Family-Connects-Oregon.aspx https://www.oregon.gov/oha/ph/healthypeoplefamilies/babies/homevisiting/pages/Family-Connects-Oregon.aspx

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• Total child emergency room visits and hospital overnights were reduced by 50% through age 12 months and 37% through 24 months (Goodman, et al., 2019).

• Total child maltreatment investigations reduced by 44% through child age 2 (Dodge, et al., 2019).

• Reductions in health disparities including maternal anxiety, infant emergency medical care, child maltreatment investigations, and lack of father support (i.e., frequency father helps with the care of the infant; Dodge, et al., 2022).

• A $3.17 reduction in total hospital billing costs for every $1.00 in program costs (Goodman, et al., 2019).

In sum, the Family Connects Model supports a system of care that wraps around the whole family, ultimately having a positive impact on population health.

The positive impacts of UoHV led to the passage of Senate Bill 526 (2019) (ORS 433.301), tasking OHA with designing and implementing a statewide voluntary, opt-in, evidence based, and universally offered newborn nurse home visiting program.

The Family Connects Model is the only model that meets Oregon’s legislative requirement.

In 2021, eight Oregon communities (i.e., “FCO Sites”) launched the FCO program. In 2024, three additional counties launched the program, and one more is scheduled to launch in 2026. OHA’s goal is for more counties to offer the service in 2027.

OHA’s vision is for FCO to become the cultural norm in Oregon, and that all families with newborns in the state are offered FCO services with at least 60% of those families accepting and receiving an FCO visit.

2.3.3 OHA’s Purpose and Goals

The purpose of this RFP is to procure strategic communications services for OHA’s FCO from a Contractor to increase awareness, acceptance, and use of FCO services in Oregon.

Contractor will have expertise in managing complex, multi-year social marketing strategies. Social marketing strategies will include implementing campaigns that will reach families where FCO is offered.

Contractor will support OHA’s goal to eliminate health inequities by 2030, ensuring communications are grounded in equity. Specifically, for example, all communications will be culturally responsive to and inclusive of various audiences including Black or African American, American Indian or Alaska Native, Spanish-Speaking Populations, and LGBTQIA2S+.

Contractor’s services will build upon the existing FCO communications infrastructure including brand and campaign strategy. See Section 2.4 Scope of Work / Overview for information about the existing FCO communications infrastructure.

Contractor’s services will continue to advance OHA’s goals for FCO:

https://www.oregonlegislature.gov/bills_laws/ors/ors433.html

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1. Goal #1: Increase Oregon families’ knowledge and acceptance of FCO: The

Contractor will provide continued education and communication to help more Oregon families understand the benefits of FCO and accept an FCO visit.

2. Goal #2: Improve partnerships with hospitals and medical providers: To expand FCO enrollment, the Contractor will contribute to the development of a strategy for improved engagement with hospital and medical providers. This could include creating materials and collateral, either physical or digital, to support improved partnerships with hospitals and their medical staff including physicians, midwives, and administrative personnel. Improved partnership with hospitals and medical providers can support better access to birthing units for bedside recruitment, a proven strategy increasing family engagement in FCO.

3. Goal #3: Increase FCO visits by Oregon families: By advancing Goals #1 and #2, Contractor will help OHA progress towards ensuring all families with newborns in Oregon are offered FCO services, and at least 60% of those families with newborns complete an FCO visit.

2.4 SCOPE OF WORK

Overview: As noted in Section 2.2.3, OHA’s aim is that all families with newborns in Oregon be offered FCO services and at least 60% of those families accept and receive a visit. Recently, FCO has made significant progress towards increasing FCO knowledge. Currently, a statewide FCO communications infrastructure is in place and includes:

• Brand strategy informed by research

• Website redesign of this website: www.familyconnectsoregon.org

• Collateral including a toolkit for local sites:

o Three videos (each one in English and in Spanish) o Logo lock-up options with the site location and tagline o Core messaging o Customizable press releases for local sites o Boilerplate language o Social media graphics and suggested copy o Flyer and poster templates o FAQs and talking points

• Social media monthly editorial calendar and channel monitoring

• Technical Assistance and communications training for FCP Sites

• General awareness campaign with a paid media approach

The Contract awarded to the Contractor selected for this RFP will focus on continuing and improving the existing FCO Campaign using the above FCO communications infrastructure as a http://www.familyconnectsoregon.org/

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1. Project Plan Development and Maintenance

2. Brand Strategy and Management (using existing FCO brand strategy)

3. Campaign Development and Implementation

4. Website Maintenance

5. Strategic Communications Technical Assistance and Training

6. Other Related Services

In performing Work required by the Contract, OHA expects the Contractor to focus on health equity, cultural humility and relevance, and community partnerships. The Contractor shall provide interpretation, translation, and transcreation services for any material or service on request including written, visual, and audio materials. At OHA’s request, the Contractor will transcreate materials into other languages, including but not limited to Spanish, Traditional Chinese, Simplified Chinese, Vietnamese, Russian, Korean, Arabic, Hmong, Marshallese, Portuguese, Chuukese, Burmese, Samoan, Cantonese, Somali, Mam, Punjabi, Hindi, and American Sign Language.

2.4.1. Project Plan Develop and Maintenance

Contractor shall develop and regularly update a project plan that outlines the milestone and deliverable schedule for tracking completion of all required Work throughout the Contract term.

The initial project plan for the period from the Contract execution through June 30, 2027, will be due within 20 business days after Contract execution.

The project plan developed by Contractor shall incorporate key deliverables including significant dates, anticipated travel, and names and estimated hours of Key Persons performing the work.

Contractor shall deliver the initial project plan to OHA for review and comment.

Contractor shall incorporate OHA’s feedback into a subsequent draft of the project plan, delivering the “Revised Project Plan” to OHA no later than five business days following the Contractor’s receipt of the OHA’s comments. This process will continue until OHA approves a final project plan (the “Final Project Plan”).

Contractor shall develop and regularly update the Final Project Plan, updating deliverable schedules and tracking deliverables, as applicable, and provide OHA all such updates for review and approval.

Contractor shall complete all tasks and deliverables required by the Statement of Work of the Contract according to the Final Project Plan, subject to updates to that plan approved by OHA.

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2.4.2. Brand Strategy and Management

2.4.2.1. Contractor shall maintain and build upon existing FCO communications strategies, adhering to existing FCO brand guidelines. This shall include maintaining FCO’s existing web and social media channels and developing new materials for engagement with the public and our local sites. Note: Contractor will not be required to rebrand the existing FCO digital presence.

2.4.2.2. Contractor shall, upon OHA request and approval, collaborate with other home visiting programs and Family Connects implementing partners, share best practices, participate in Family Connects related training and TA opportunities, and participate in Family Connects workgroups or communities of practice with the intent of strengthening FCO communications and social marketing. Contractor will not be required to share its proprietary information with partners or other communications firms.

2.4.3. Campaign Development and Implementation.

Contractor shall develop and implement an FCO Campaign based on program budget, and as requested by OHA. The FCO Campaign shall include a multiplatform media buy to reach defined audience segments (e.g., providers, families with newborns) with targeted messages.

Contractor’s development and implementation of the FCO Campaign shall include the following components, subject to OHA review and approval:

2.4.3.1.a. New advertisements, messaging, Campaign tools, collateral, and other materials development considerate of existing FCO communications materials. New materials will be developed in partnership with OHA, FCO Sites, and other local FCO partners.

2.4.3.1.b. Campaign placement designed to reach families with newborns in areas in Oregon where FCO is being implemented.

2.4.3.1.c. Social media advertising strategy, post development, audience management, and maintenance.

2.4.3.1.d. Public Relations pitching to trade, TV/radio, and local publications, strategizing pitches to local outlets, and prepare spokespeople and relevant staff to be effective FCO presenters.

2.4.3.1.e. Search Engine Marketing (SEM) in English and Spanish allowing for audiences to catch all relevant FCO-related queries.

2.4.3.1.f. Campaign monitoring and analytics reporting. Monitoring shall include audience, campaign, and social media research which may include message testing, focus group testing, DAS Procurement Services, Version 4.5 March 31, 2023 Page 14 of 34 surveys, and innovative testing strategies.

2.4.4. Website Maintenance

FCO’s external website, www.familyconnectsoregon.org (made with Squarespace), was redesigned in Spring 2025 to optimize navigation and user experience, and to align with OHA accessibility standards and best practices.

Contractor shall ensure the FCO website is maintained, making any recommendations for strategy improvements responsive to campaign data.

OHA shall maintain existing FCO web hosting and domain name ownership and provide the Contractor access to the FCO web domain.

2.4.5. Strategic Communications Technical Assistance and Training

Contractor shall develop a plan for OHA review and approval for providing strategic communications Technical Assistance (TA) and training for FCO Sites and OHA on maintaining and implementing campaign materials, collateral, and social media content.

Pursuant to the Contractor’s strategic plan approved by OHA, Contractor’s TA and communications training shall focus on earned and owned media and public relations that spotlight FCO, such as generating news releases, story placement, production, placement of guest opinions, coordinating editorial board meetings, issues media advisories, updating existing talking points for spokespeople, and developing owned media. Topics for TA and trainings may change or be developed responsive to FCO Sites and OHA need.

Approximately 90% of Contractor’s TA shall support FCO Sites, and 10% shall support OHA.

Contractor’s Key Person(s) shall be available to provide virtual one-on-one consultation with FCO Sites and OHA consultation, upon request.

2.4.6. Other Related Services

Upon OHA’s request, Contractor shall provide other strategic communication services including but not limited to process design, presentations to partners and OHA, and community engagement services.

2.4.7. General conditions and performance standards

2.4.7.1. Contractor and all of Contractor’s subcontractors are prohibited from using any funds paid through the Contract for any direct contact with, or lobbying of, Oregon legislators, Oregon officials, or their staff for purposes of influencing any legislative policies or funding decisions.

Subject to prior OHA approval, Contractor may use these funds to provide information to legislators and legislative committees regarding campaign activities.

http://www.familyconnectsoregon.org/

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2.4.7.2. Contractor shall obtain and maintain for OHA all materials, including licenses, administrative rights, and historical documents related to FCO communications activities.

Contractor shall, upon OHA request, assure seamless handover of materials to any potential new contractor in the future.

2.4.7.3. Contractor shall require and ensure that all of Contractor’s subcontractors shall perform all work in a timely and effective manner in accordance with the terms and conditions of the Contract. OHA may communicate directly with any subcontractor about work being performed for OHA.

2.4.7.4. Contractor’s work shall always reflect and serve the mission, goals, and objectives of OHA and FCO as outlined in Section 2.3.

2.4.7.5. Contractor shall produce all materials in compliance with ADA requirements and following the ODHS and OHA Writing Style Guide to the extent possible. All materials should align with professional graphic design standards and formats.

2.4.7.6. Contractor shall be readily available during normal Monday through Friday business hours of 8:00am to 5:00pm Pacific Standard Time, excluding the State of Oregon holidays, by email, telephone, or video throughout the calendar year and the term of this contract to address the needs of OHA, FCH, FCO Sites, other local FCO partners, and other OHA contractors.

Contractor shall also be available upon OHA request for on-call services or work outside of business hours for crisis management, response, or other unforeseen urgent circumstances.

Contractor shall be available to meet with OHA virtually for regular communications.

2.4.7.7. Contactor’s key persons shall maintain the qualifications and experience required to complete the work for the term of the contract. Should the contractor request approval for an additional or replacement key person, OHA will have the right to review the qualifications of and approve or disapprove the proposed key person. The new key person must meet or exceed the qualifications of the key person being replaced.

2.4.7.8. OHA requires that Contractor meets the highest standards prevalent in the industry or business most closely involved in providing the appropriate goods or services.

https://sharedsystems.dhsoha.state.or.us/dhsforms/served/me9412.pdf

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SECTION 3: PROCUREMENT REQUIREMENTS

3.1 MINIMUM QUALIFICATIONS

To be considered for evaluation, each Proposer must certify and explain how Proposer meets or exceeds the following requirements in the Attachment C-1 - Minimum Qualifications Statement attached to Attachment C - Proposer Information and Certification Sheet.

3.1.1. At least one of the Proposer’s Key Persons identified in response to Section 3.3.4.7 must have the following qualifications:

a) demonstrated work experience providing health communications services;

b) demonstrated work experience in social marketing of public health issues;

and

c) demonstrated work experience co-creating marketing materials through community engagement processes.

3.1.2. At least one of Proposer’s Key Persons who are senior management staff must have demonstrated work experience working with Culturally Specific Communities as defined in Section 2.2

3.1.3. At least one of the Proposer’s Key Person who are senior management staff must have at least 5 years demonstrated experience with managing and strategic planning for large communications projects.

3.2 MINIMUM SUBMISSION REQUIREMENTS

3.2.1 Proposal Submissions

To be considered for evaluation, a Proposal must contain each of the following elements (further detailed in Section 3.3 Proposal Content Requirements below) except as noted below:

(1) Disclosure Exemption Affidavit (Attachment B) if Proposer believes any of its Proposal is exempt from disclosure under Oregon Public Records Law (ORS 192.311 through 192.478) Proposer shall also mark as “Confidential” in OregonBuys all attachments to its Proposal that Proposer believes are exempt from disclosure.

(See Note #1 below.*)

(2) Proposer Information and Certification Sheet (Attachment C) including:

• Attachment C-1: Proposer Minimum Qualifications Statement re: Section

3.1 Minimum Qualifications; and

• Attachment C-2: Proposer’s Responses to all Section 3.3.4 Technical Proposal Requirements.

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(3) Three Completed Reference Check Forms (Attachment D) as required by

Section 3.3.3

(4) Price Proposal Form (Attachment E) as required by Section 3.3.5

(5) COBID Certification - Outreach Plan (Attachment F)

(Optional - see Note #2 below. **)

(6) Responsibility Inquiry (Attachment G) – see Section 4.10.1.2 below.

* Note #1: Disclosure Exemption Affidavit (Attachment B): This Affidavit is only required if

Proposer believes any of its Proposal is exempt from disclosure under Oregon Public Records Law (ORS 192.311 – 192.478). In such cases, per Section 3.2.3, Proposer shall complete and submit the Disclosure Exemption Affidavit (Attachment B) and submit a fully redacted version of its Proposal, clearly identified as the redacted version.

** Note #2: re: COBID Certification - Outreach Plan (Attachment F): Attachment F is not required to be submitted with the Proposal but as stated in Section 6.2 below, if Contract has potential subcontracting opportunities, the successful Proposer may be required to submit a completed Certified Disadvantaged Business Outreach Plan (Attachment F) prior to execution of the Contract.

3.2.2 Recommended Proposal Page Limit: 30 Pages

OHA strongly recommends that Proposer’s Technical Proposal (Attachment C-2) in response to Sections 3.3.4.1 through 3.3.4.7 below be limited to 30 pages, except as stated below. While this page limit is not mandatory, Proposals that include unnecessary pages exceeding the recommended page limit of that section may receive a lower evaluation score. See Section 4.10.2 Evaluation Criteria.

The following items do not count toward the recommended page limit:

• Disclosure Exemption Affidavit (Attachment B)

• Proposer Information and Certification Sheet (Attachment C)

• Proposer’s Minimum Qualifications Statement (Attachment C-1)

• Reference Check Forms (Attachment D)

• Price Proposal (Attachment E)

• COBID Certification / Outreach Plan (Attachment F)

• Responsibility Inquiry (Attachment G)

• Key Person Resumes submitted in response to Section 3.3.4.7. (Note: Key Person resumes are limited to 2 pages each).

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3.2.3 Proposal Format and Quantity

Proposal should follow the format and reference the sections listed in the Proposal Requirements section. Responses to each section and subsection should be labeled to indicate the item being addressed. Proposers shall submit their Proposals, and all other submittal requirements, on 8 ½” x 11” size pages with portrait layout and a minimum12-point font.

Mandatory OregonBuys Electronic Response. As stated in Section 4. 5 Proposal Delivery Option below, Proposers must submit their Proposal electronically through OregonBuys.

Proposer shall submit one copy of its Proposal and all other submittal requirements, with Attachment C - Proposer Information and Certification Sheet bearing the Proposer’s authorized representative’s Signature, in Adobe Acrobat (pdf) format.

Disclosure Exemption Affidavit (Attachment B). If Proposer believes any of its Proposal is exempt from disclosure under Oregon Public Records Law (ORS 192.311 through 192.478), Proposer shall complete and submit the Disclosure Exemption Affidavit (Attachment B) and a fully redacted version of its Proposal, clearly identified as the redacted version.

The Proposer Information and Certification Sheet (Attachment C) must bear the Proposer’s authorized representative’s Signature.

3.2.4 Authorized Representative

Failure of Proposer’s authorized representative to sign the Proposal may result in rejection of the Proposal by Agency.

3.3 PROPOSAL CONTENT REQUIREMENTS

Each Proposal must address each of the items listed in this section and all other requirements set forth in this RFP. Proposer shall describe the Goods to be provided or the Services to be performed or both. A Proposal that merely offers to provide the goods or services as stated in this RFP will be considered non-Responsive to this RFP and will not be considered further.

Proposals should not include extensive artwork, unusual printing or other materials not essential to the utility and clarity of the Proposal. Do not include marketing or advertising material in the Proposal, unless requested. Proposal should be straightforward and address the requests of the RFP. Proposal containing unsolicited marketing or advertising material may receive a lower evaluation score if required information is difficult to locate.

3.3.1 Disclosure Exemption Affidavit (Attachment B)

If Proposer believes its Proposal includes information that is exempt from public disclosure in accordance with ORS 192.311 through 192.478 and the Uniform Trade Secrets Act as adopted by the State of Oregon which is set forth in ORS 646.461 through 646.475, Proposer must complete and submit Attachment B Disclosure Exemption Affidavit”.

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3.3.2 Proposer Information and Certification Sheet (Attachment C)

Proposer shall complete and submit, with Proposer’s signature, Attachment C - Proposer Information and Certification Sheet (Attachment C) including:

• Attachment C-1 Proposer’s Minimum Qualifications Statement; and

• Attachment C-2 - Proposer’s Responses to all Section 3.3.4 Technical Proposal Requirements

Failure of Proposer to submit the Attachment C with Attachments C-1 and C-2 and to demonstrate compliance with Oregon Tax Laws and sign the Proposer Information and Certification Sheet may result in a finding of non-Responsibility, or cause Proposer’s Proposal to be rejected as not Responsive.

3.3.3 Reference Check Forms (Attachment D)

Proposer shall send the Reference Check Form (Attachment D) to three references.

Reference forms must be completed by each of the three references, returned to the Proposer and submitted with the Proposal.

The Reference Check Forms should be completed by current or former client firms for similar projects performed within the last five years References must be able to verify the quality of previous, related Work.

Agency may check to determine if references provided support Proposer’s ability to comply with the requirements of this RFP. Agency may use references to obtain additional information, or verify any information needed. Agency may contact any reference (submitted or not) to verify Proposer’s qualifications.

3.3.4 Technical Proposal Requirements

3.3.4.1 Executive Summary

Provide an overview of how Proposer will provide the communications services for FCO in alignment with OHA’s mission, goals, and objectives as outlined in Section 2.3.

3.3.4.2 Technical Expertise, Organizational and Management Capacity

• Describe Proposer’s technical expertise, and organizational and management capacity to perform and prioritize the Services described in Section 2.4 Scope of Work with conscientious oversight and management, and without interrupting Proposer’s current and anticipated commitments.

• Describe Proposer’s organizational experience providing communications services including developing and implementing social marketing Campaigns.

• Include information on the success of previous Campaigns using data and demonstrating the achievement of campaign goals.

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3.3.4.3 Project Implementation and Management Plan

• Describe Proposer’s strategy and plan for performing the Services described in each section of the Scope of Work (Sections 2.4.1 through 2.4.6).

• Describe Proposer’s overall proposed approach to supporting OHA’s goals for FCO as outlined in Section 2.4 Scope of Work, including a description of how the proposed approach will increase Oregonians’ awareness, acceptance and use of FCO services.

• Provide a comprehensive management plan that the Proposer intends to follow. Illustrate how the plan will serve to coordinate and accomplish the Work.

3.3.4.4 Technical Assistance, Training, and Partnership Experience, Capacity and Strategy

• Describe Proposer’s experience, capacity, and strategy for providing communications TA and training. Describe Proposer’s ability to align TA and training with the mission, goals and objectives of OHA (as outlined in Section 2.3).

• Explain how Proposer will prioritize collaboration with OHA, FCO Sites, and other local FCO partners for this project.

• Describe Proposer’s established processes placing media in population-specific channels.

• Describe Proposer’s staff capacity, management practices, strategic planning approach, and accounting practices for large contracts that require accountability for public funds including materials management and archiving in accordance with public records requirements.

3.3.4.5 Work Grounded in Equity

Describe Proposer’s experience with and process for creating and producing work that is grounded in equity. Include Proposer’s process for developing materials in Spanish, English, and other languages as requested including the Proposer’s process for successful and quality transcreation. Also include experience engaging culturally specific communities and creating culturally responsive communications for diverse audiences for distribution through multiple channels.

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3.3.4.6 Optional: Work Samples

Proposer has the option, for illustrative purposes, to submit work samples in a PDF file of the Proposer’s previous communication campaigns referenced in Proposer’s responses to the Sections 3.3.4.1-3.3.4.5. The pages included in such PDF files will be counted towards the 30-page recommended Proposal page limit of Section 3.2.2, and any submitted Work Samples should be brief.

3.3.4.7 Key Persons and their Resumes

• Describe Proposer’s plan for staffing this project.

• Specify Key Persons to be assigned to this project and include a current resume (not to exceed two pages each) for each Key Person that demonstrates the person’s qualifications and experience for the Work described in this RFP.

• Describe each Key Person’s availability to perform the work described in Section 2.4 Scope of Work and describe each Key Person’s ability to attend meetings remotely for the duration of each project authorized by the Contract.

3.3.5 Price Proposal Requirements

Proposer must submit a detailed Price Proposal (Attachment E) electronically through OregonBuys for the initial term of the Contract - July1, 2026 through June 30, 2027.

For each of the Services described in Section 2.4 Scope of Work, the Price Proposal must include identifiable costs, time estimates, and hourly rates for each Key Person for completing each activity, and a summary of all proposed costs.

For all fully loaded personnel costs, the Price Proposal must include the name and title of all positions for each individual Key Person who will perform the work and list the salary/wage and fringe rate separately for each such individual.

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SECTION 4: SOLICITATION PROCESS

4.1 PUBLIC NOTICE

The RFP and attachments are published in the State of Oregon’s electronic procurement system OregonBuys at https://oregonbuys.gov/. Documents will not be mailed to prospective Proposers.

Modifications, if any, to this RFP will be made by written Amendment(s) published in OregonBuys. Prospective Proposer is solely responsible for checking OregonBuys to determine whether or not any Amendment(s) have been issued. Amendment(s) are incorporated into the RFP by this reference.

4.2 PRE-PROPOSAL CONFERENCE

A Pre-Proposal conference will not be held for this RFP.

4.3 QUESTIONS / REQUESTS FOR CLARIFICATIONS

All inquiries, whether relating to the RFP process, administration, deadline or method of award, or to the intent or technical aspects of the RFP must:

• Be delivered to the SPC via email;

• Reference the OregonBuys bid number ;

• Identify Proposer’s name and contact information;

• Refer to the specific area of the RFP being questioned (i.e. page, section and paragraph number); and

• Be received by the due date and time for Questions/Requests for Clarification identified in the Schedule in Section 1.2.

4.4 SOLICITATION PROTESTS

4.4.1 Protests to RFP

Prospective Proposer may submit a Written protest of anything contained in this RFP, including but not limited to, the RFP process, Specifications, Scope of Work, and the Sample Contract. This is prospective Proposer’s only opportunity to protest the provisions of the RFP, except that Proposer may protest as provided below.

4.4.2 Protests to Amendment(s)

Prospective Proposer may submit a Written protest of anything contained in an Amendment. Protests to an Amendment, if issued, must be submitted by 5:00 p.m. Pacific Time on the second Business Day following the issuance of the Amendment or the date/time specified in the Amendment, or they will not be considered. Protests of matters not added or modified by the Amendment will not be considered.

https://oregonbuys.gov/

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4.4.3 Requirements for Protests

All protests must:

• Be delivered to the SPC via email;

• Reference the OregonBuys bid number;

• Identify prospective Proposer’s name and contact information;

• Be sent by an authorized representative;

• State the reason for the protest, including:

• the grounds that demonstrate how the Procurement Process is contrary to law, Unnecessarily Restrictive, legally flawed, or improperly specifies a brand name; and

• evidence or documentation that supports the grounds on which the protest is based; and

• State the proposed changes to the RFP provisions or other relief sought.

Protests to the RFP must be received by the due date and time identified in the Schedule.

Protests to an Amendment must be received by the due date identified in the Amendment.

4.5 PROPOSAL DELIVERY OPTION

Proposer is solely responsible for ensuring its Proposal is received by the SPC in accordance with the RFP requirements before Opening.